United States-based Cargo Cosmetics will debut their fall/holiday line this September exclusively in 1,100 U.S. based Kohl’s stores. The brand has named English electropop singer Neon Hitch as the face of its line.

Neon Hitch - Pinterest

"We are excited to bring Neon's edgy take on beauty to her fans while introducing the Cargo customer to our latest inspiration," says Brian Robinson, President of Cargo Cosmetics in a press release. "Neon has a very unique, fun and exciting approach to beauty that fits in with the vibe of Seattle, the destination of Cargo's next collection. Her look and personality is so compelling that we were inspired to create an online exclusive capsule collection in addition to the regularly planned Fall/Holiday launches."

The brand, in conjunction with Kohl’s, has planned a comprehensive advertising campaign that includes digital assets, in-store displays, social media and in-person appearances at select Kohl’s stores.

This campaign is targeted to millennials, who make up a large part of the singer’s fan base. Millennials, as a group, who prefer shopping online to brick and mortar, will put feet on the ground at the select Kohl’s stores for the singer’s personal appearances.

In conjunction with Hitch’s advertising campaign for the brand, the singer, who co-designed a capsule makeup collection, will see its release solely on the brand’s website.